All of these things are available to anyone and if used thoughtfully can generate interest in what you’re doing and build a following that helps you increase awareness in what you do and ultimately build a brand.

We have been doing quite a lot of work on Twitter and looking in particular how to develop a following that consists of people that should be genuinely interested in what we have to say.

There are loads of tools available to help but what is the point of having thousands of followers if they are really just making up the numbers and unlikely to take notice of what you have to say?

Is building a big following on Twitter any value? How do you monetise the value of your following?

Is it the number of followers?
The number of people that read your Tweets?
The number of people that get driven to your website?

For B2B, I think it’s a case of quality over quantity.
For B2C and C2C perhaps it’s a case of quantity over quality.

To us, the value of our following will be determined by the good PR we are able to generate and how far the Connexica brand can be established not necessarily sales. I see sales as a by-product coming out of good PR and brand awareness.

With all the tools available to us today, perhaps it will no longer be a case of “Brand over Substance” but a case of “Brand due to Substance”.